ED Seminar

8/17/2019 ED Seminar

1/20

Welcome to ..

Live life chocolately

“Chocolate Fact.”


2/20

AgendaSituation Analysis

Insights of target audience(s)

!"ectives

Conce#t for the launching of Chocolate Facts.

$ar%eting Communication &lan

'udget

Success measurement methods

ecommendations


3/20

Situation Analysis

1. Chocolate market trend

2. Café market trend


4/20

SWOT Analysis

TS W O

SWOT Analysis


5/20

TS W O

SWOT Analysis

Use high-uality chocolate in all of the chocolate menus !arious ty"es of menus to choose from- fe# of the menus are

$ery interesting and uniue eg. %ango Chocolate &ra""e Catchy slogan- 'i$e 'ife Chocolately Clean &riendly and hel"ful staffs The sho" #as easy to access as it(s surrounded )y escalators


6/20

Com"etitor Analysis

irect com#etitor

Chocolate Cafés

Secondary com#etitors

1.Third-place Cafés and Bakeries

2.Chocolate Specialized Shops*Mass Products at Supermarket


7/20

Target Audience Analysis



8/20

Attri)utes


Age+ 1, / 0oung adults and first o))ers3 4ender+ &emale 5/67 %ale /6 8ighly social like to hang out #ith friends %iddle to u""er socioeconomic class7

uni$ersity graduates Ur)an O"inion leader among social grou"s


9/20

9nsights


:ot "rice sensiti$e ;ri$en )y uality7 fla$or and "ersonal "reference Outgoing

9nfluencers+ friends and media Seek ne# and stimulating e


10/20

O)ecti$es



11/20

O)ecti$es *. +o increase a,areness among

chocolate lovers* num)er of fans in &ace)ook 17===>

* num)er of "eo"le #ho "lay ui??es in &ace)ook /==>* num)er of $ie#s of the drama series in outu)e7 Chocolate

&act #e)site7 and &ace)ook 7===>* num)er of "eo"le #ho shares the drama series #ith their

friends /==* num)er of $isitors of the #e) 7===>

* num)er of time $isitors s"ent on the #e) * num)er of "eo"le "artici"ating in @ass the S#eet %oment

&or#ardB cam"aign ==* num)er of in$itations sent during the @ass the S#eet

%oment &or#ardB cam"aign ==* num)er of "eo"le oining the Choco 'ife Café through the

@ass the S#eet %oment &or#ardB cam"aign 1==


12/20

O)ecti$es-. +o !uild loyal customer !ase

* num)er of registrations of the Choco 'ife Café community 17===* num)er of su)scri"tions of the mem)ershi" card D==

. thers* num)er of media co$erage and its $alues at least E* content analysis fa$ora)le* num)er of "artici"ants sho#ing on the launch e$ent day 1==*sales increased )y =6


13/20

Conce"t Catchy and meaningful Fm"hasi?e on the similarity of life and

chocolate

'ife can )e )oth )itter and s#eet Where customers can )oth come #hen they

are ha""y as #ell as during their tough times


14/20

Conce"t

“Live Life

Chocolately”


15/20

Cou"on > %em)ershi" card


16/20

Gudget


17/20

%easurement

1. To increase a#areness among chocolate lo$ers

* num)er of fans in &ace)ook* num)er of "eo"le #ho "lay ui??es in &ace)ook* num)er of $ie#s of the drama series in outu)e7 Chocolate &act

#e)site7 and &ace)ook.* num)er of "eo"le #ho shares the drama series #ith their friends* num)er of $isitors of the #e)* num)er of time $isitors s"ent on the #e)* num)er of "eo"le "artici"ating in @ass the Smile &or#ardB

cam"aign* num)er of in$itations sent during the @ass the Smile &or#ardB

cam"aign* num)er of "eo"le oining the Choco 'ife Café through the @ass the

Smile &or#ardB cam"aign


18/20

2. To )uild loyal customer )ase* num)er of registrations of the Choco 'ife Café community

* num)er of su)scri"tions of the mem)ershi" card

%easurement

. others* num)er of media co$erage and its $alues

* content analysis

* num)er of "artici"ants sho#ing on the launch e$ent day

* sales


19/20

1. ;iscard the current logo and use the current slogan as logo

2. The #e)site needs continuous maintenance and all links should

#ork "ro"erly

. The menu sign should )e in a much )igger si?e

D. The color "alette used in the sho" design should )e more

consistent #ith the ones used in other 9%C materials

/. Change the current stiff-looking chairs and ta)les in the sho" to a

more comfy one

5. Use stickers of chocolate s"latters to create a traceH"ath that

leads CTW $isitors from the central escalator to the sho"

Iecommendation


20/20

+han% you for you

attention/

ED Seminar

Documents